Digital technologies played an important role in both the marketing and consumption of the Avengers film franchise. For marketing, 14 trailers of varying lengths were released online through iTunes to generate hype and interest in different characters. Additionally, a live Twitter chat with the director and actors helped promote the film online. Digital technologies also enabled viral marketing through leaked images shared on social media. Audiences were then able to consume the film through various digital formats like DVD, Blu-ray, and digital download. Related apps also allowed fans to interact with the franchise in new ways. While merchandise was also successful without digital technologies, the film's overall success was largely due to how digital marketing created awareness and excitement around the product.